Cambrian R&D is Cambrian College’s Applied Research department. Applied Research is an ecosystem that leverages the resources and talent of colleges and universities to help provide support to industry partners to improve services, processes, and products, and commercialization in the marketplace. We were engaged to take an objective look at how the department and its abilities were being communicated to various stakeholders. We started with strategy work around the name Cambrian R&D, before branding the newly coined department and building the website. Our concept centered around simplifying and demystifying Cambrian R&D’s service offering.